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Agrimarketing : June 2008
As visitors enter into Heritage Hall, the final sections of the exhibit explore the history of Massey Ferguson, feature its global footprint and take pride in the ways it’s given back over the years — from provid- ing tractors during cleanup from Hurricane Katrina to supporting breast cancer research. The foresight of Daniel Massey and his skills in manufacturing harvesting machinery and Harry Ferguson’s brilliance in tractor design have produced one of the world’s most powerful forces in farm equip- ment. Massey Ferguson’s rich, 160 year history has always focused on meeting the needs of its customers, and providing quality service. “And, that commitment is evident in the brand essence,” Jones says as he wraps up the exhibit tour in the final room; a 360° showcase of the brand, including the “Spirit of the Brand” video. Farmers take pride in the satis- faction of a job well done, the feeling of sweat running down your neck after a hard day, the mental stress relief after a day of physical exhaus- tion. View the Spirit of the Brand video at www.mymasseyferguson.com. The video serves as a reminder for all why farmers choose to work the land. In fact, a quote from one customer serves as a fitting ending to the Massey Ferguson experience. “I’m happy just doing what I love to do, and that’s farming.” Massey Ferguson is proud to be part of the joy of farming, and the strong work ethic of the American farmer. From a marketing perspective, the exhibit has enabled Massey Ferguson to showcase the brand in a manner unique to other farm show exhibits. Massey Ferguson created a lot of buzz at the Sunbelt Ag Expo, increasing booth traffic and connect- ing to the rural audience on a very emotional level. This added traffic made the tools to gather customer information on both current and potential customers even more valu- able. A great lead generation tool, customer information is passed along to the appropriate Massey dealers, allowing for consistent follow-up after the event. The experience also enhances the relationship between Massey and both current customers and the dealer network by giving them a feeling of ownership and pride in the brand. “I had one farmer come up to me the first day of the Sunbelt show and tell me how proud he is of what we are doing with the new exhibit, and how excited he was to be a part of the Massey Ferguson family,” says Jones. “And, we’ve seen a tremendous lift in our people and dealers a result of the success of the exhibit.” AM June 2008 ¦ AgriMarketing 21 A HISTORY OF INNOVATION When you think about Massey Ferguson, tractors probably come to mind first. And, Massey does sell a lot of tractors. In fact, Massey Ferguson offers one of the most complete lines of agricultural equipment in the industry, including subcompact, compact, utility, midrange and specialty tractors; zero-turn mowers; implements and a full line of hay tools. But, many people don’t know that there are more Massey Ferguson tractors on the job worldwide than any other brand. But, to understand the real meaning behind the brand, you need to go back to its beginning; to know the history and the men behind the brand. Massey Ferguson’s history of innovation and technological excellence began more than 160 years ago when Daniel Massey began what would become Massey Ferguson. He was joined by Harry Ferguson, a brilliant engineer, in 1953. Ferguson, in 1926, had patented the 3-point hitch. This linkage system allows tractor and implements to work as an integrated unit. This tech- nology caused Henry Ford to compare Ferguson with the likes of the Wright Brothers and Thomas Edison. Ferguson changed the way farm equipment was manufactured and the system’s fundamentals are still relevant after more than 70 years. Today the company is focused on meeting the needs of all consumers, from the professional farmer to the rural lifestyle customer. This includes leveraging the Massey Ferguson brand, heritage, and technological and manufacturing excellence to continue marketing and providing excellent service to all of its customers. AM The “build your own” feature on the Massey Ferguson 2600 utility tractor is demonstrated in the exhibit. Seven features are customizable to create the right tractor for each individual.
July August 2008
Canadian Agribusiness Employer Guide 08